This week, AvenueA Razorfish released their “Digital Outlook Report 09,” a white paper outlining strategy for marketing to consumers in an age of “ever-increasing channels and platforms.” It’s a hefty PDF, but here’s what our CEO (rightly) highlighted as a central point:
Video, whether on TV or the computer, is a powerful communications vehicle, but digital distribution puts the consumer in control. This means that while advertisers can buy reach, engagement cannot be bought. It must be earned through smart targeting and a willingness to create something more than an ad.
It is essentially this insight that led us to create TubeMogul Video Promotion, a service used by several prominent marketing agencies and others to promote video campaigns. How does it work? Basically, we utilize our wealth of viewership data and partnerships to strategically seed and promote a video organically, guaranteeing TV-sized audiences on a cost-per-view basis (in contrast to paying a CPM for impressions on an ad unit that comes with no guarantees of viewers actually clicking “play”). The service also utilizes TubeMogul’s video analytics to measure audience engagement (i.e. below) and other rich viewership statistics in a custom dashboard.
